Determinants of Customer Patronage for Local Food Restaurants in a Typical Sub-Saharan African Context (Published)
This study centers on the determinants of customer patronage for local food restaurant in Awka metropolis. There exists dearth of empirical studies on the patronage behavior of customers of local food restaurants in Awka metropolis. The study employed survey design and the population of study is the customers of local food restaurants in the area. The sampling technique used was quota sampling and the sample size is 246 respondents. The research instrument was questionnaire while data collected were subjected to reliability test using factor analysis. The result of the multiple regression analysis shows that food quality is the best predictor of customer patronage of local food restaurants follow by food varieties, convenient location, cultural influence, physical environment and service quality while price is not a significant determinant. We therefore recommend that local food restaurant operators should improve on the quality of meals served; provision of varieties of meals with different spices and meals should express the culture of the customer among others.
Today’s adolescents are growing up at the center of an exploding digital media culture and are primary targets for digital food marketing. A combination of factors has made them particularly valuable to interactive marketers, including their role as ‘‘early adopters’’ of new media practices and their steadily rising spending power. A trend has been observed towards increasing investment in food marketing on new media such as the Internet, social media and video games. The aim is to engage youth in emotional, entertaining experiences and to encourage them to share these experiences with their environments. There is unequivocal evidence that marketing of unhealthy food influences youth health. Therefore, there is a need: 1) to address the growing health threat facing youth in the digital marketplace, 2) to design new smart technologies to support credible nutrition communication and e-health. A formative exploratory study in Lebanon, based on social marketing approach, showed that food marketing and nutrition communication influence the knowledge, food preferences and dietary patterns of youth. Comprehensive nutrition communication on multiple media increases the power of persuasive messages that encourage healthy lifestyles. Research on digital food marketing impact on health remains underdeveloped and should be of concern to policy makers.